RFU Reveals This Rose Means Everything

The RFU has collaborated with UK creative agency MATTA to launch a new campaign ahead of the 2023 Rugby World Cup, This Rose Means Everything.

The campaign has been described as embodying ‘what it means to be English today, and to support and play for the England men’s national team.’

Ewan Turney, Marketing Director at England Rugby, said, “This Rose Means Everything gives fans an intimate and exclusive connection to the team, bringing both our loyal and new audiences even closer to the diverse squad that’s been selected for the Rugby World Cup. It’s important we use innovative digital and in-person experiences to give them access like no other to ensure we reach new levels of engagement and new supporters.

“While the squad’s build-up to the tournament in France has been challenging, we hope fans can still unite behind the team and show their support. Every player who wears the Rose not only represents every England fan, but brings their own unique background, motivation, skills and perspectives into the team and these differences are a source of the campaign’s strength and inspiration, embodied in our hero video.”

Matt Hunt, Strategy Director at MATTA, added, “This Rose Means Everything not only encapsulates the essence of the England’s Men’s squad but shows how it reflects the rich and varied aspects of our nation’s identity, bridging generations of fans and newcomers alike. In this creative campaign, the Rose becomes the thread that connects all that we cherish about our home, ingeniously blending tradition with innovation to connect with both the youth and the steadfast supporters of England.”